Q & A with Nowell Upham, EVP of Consumer Engagement
How has promotional marketing been impacted by mobile technology?
As I see it, the greatest change underway in the world of marketing — not just promotional marketing — remains mobile. Smartphone adoption rates are rising as is a growing understand ing that mobile devices are “always on” companions to the shopper experience.
In a very real sense, mobile is rapidly becoming the “first step” in any type of marketing campaign. As such, even the lines separating different types of agencies are blurring. Mobile, more so than any other traditional marketing platform — be it TV, print, radio, or even desktop or laptop-based Internet use — is the prime driver in closing the “digital loop.”